But some consumers are concerned about fake reviews: 27% of people will trust reviews if they think they're genuine (31% in 2015). If consumers think a review is “planted” or “seems too good to be true,” they will take notice. Fake reviews and their effect on eroding consumer trust have become hot topics lately. As this topic becomes more publicized, consumers are becoming more aware of the pitfalls of online reviews. When you read positive reviews about a business, what is the typical next step to take? Read positive reviews
Main conclusions: After reading positive reviews, 54% of consumers will visit the company's website (48% in 2015). 19% will visit the business directly. 17% will seek additional reviews of the business. The most common next step for consumers who read fax number list reviews is to visit the company's website (54%). This is an easy next step because people are already online and there's usually a link to the company's website from review sites. This reinforces the need for SMBs to have a mobile-friendly website.
Only 19% say their next step would be to visit a company's premises. This will vary depending on the type of business the consumer is looking for. For example, if they are looking for a restaurant, the numbers will be higher; if they are looking for a doctor or a wedding planner – something that might first require an appointment or a phone consultation – your next step is unlikely to be to visit the company. 17% of consumers say they would seek additional reviews of the business they are considering.